Campaign 2016:Targeting Broadcast TV

By Voter Outlook

Campaign 2016:Targeting Broadcast TV

By Voter OutlookPrograms and Genres for both sides

of the Political Spectrum

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Utilizing data from GfK MRI, the following will look at examples using indexes as the

measurement.

An index of 100 means the same density of the target audience as the overall general

audience, while indexes greater than 100 means there is a higher concentration of that

target audience.

Utilizing data from GfK MRI, the following will look at examples using indexes as the

measurement.

An index of 100 means the same density of the target audience as the overall general

audience, while indexes greater than 100 means there is a higher concentration of that

target audience.

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NewsNews

3Source: 2015 Doublebase GfK MRI – Base = All (Adults 18+)

Adults who consider themselves “Somewhat Conservative” are 25% more likely than the U.S. average to watch Early

Morning/Talk/Information/News programs.

Political Outlook/Affiliation & Voting: Usually Think of Yourself As:

Very Conservativ

e

Somewhat Conservativ

e

Middle of the Road

Somewhat Liberal

VeryLiberal

Early Morning News 94 109 109 92 75

Early Morning Talk/Info/News 79 125 124 122 86

Early Eve M-F News (Local) 116 126 121 94 73

Early Eve M-F News (Network) 98 132 123 112 92

Late Eve M-F News (Local) 121 130 117 89 72

Late Eve M-F News/Info (Network)

95 89 102 83 74

Sunday News/Interview 121 129 101 123 103

Early Eve Weekend News (Network)

93 115 119 109 82

News - Specials 92 133 126 134 109

Daytime / SyndicationDaytime / Syndication

4Source: 2015 Doublebase GfK MRI – Base = All (Adults 18+)

Adults who consider themselves “Middle of the Road” are 19% more likely

than the U.S. average to watch Daytime Talk/Variety programs.

Political Outlook/Affiliation & Voting: Usually Think of Yourself As:

Very Conservativ

e

Somewhat Conservativ

e

Middle of the Road

Somewhat Liberal

VeryLiberal

Daytime Dramas 104 119 92 81 60

Daytime Game Shows 104 112 111 82 58

Daytime Talk/Variety 74 111 119 119 106

Syndicated Adult General 101 106 112 94 83

Syndication – A Great Way toReach the Neutral Voter

Syndication – A Great Way toReach the Neutral Voter

5Source: 2015 Doublebase GfK MRI – Base = All (Adults 18+)

Middle of the Road

The Big Bang Theory (Syndicated) 133

Entertainment Tonight 130

Inside Edition 128

Live With Kelly & Michael 128

Insider 125

TMZ 123

Two & A Half Men (Syndicated) 123

Wheel of Fortune 121

Jeopardy! 120

The Simpsons (Syndicated) 118

How I Met Your Mother (Syndicated) 117

Law & Order: Criminal Intent (Syndicated)

117

Seinfeld (Syndicated) 117

Political Outlook/Affiliation & Voting – Usually Think of Yourself As:

Prime / Late NightPrime / Late Night

6Source: 2015 Doublebase GfK MRI – Base = All (Adults 18+)

Adults who consider themselves “Very Liberal” are 19% more likely than the U.S. average to watch Late Night Talk/Variety programs.

Political Outlook/Affiliation & Voting: Usually Think of Yourself As:

Very Conservativ

e

Somewhat Conservativ

e

Middle of the Road

Somewhat Liberal

VeryLiberal

Awards - Specials 93 125 125 125 103

Documentary / Info Prime 101 125 121 116 93

Entertainment Specials 113 134 127 106 85

Game Shows - Prime 97 114 119 94 71

General Drama - Prime 105 120 121 106 81

Pageants - Specials 109 133 123 85 82

Reality-based 103 118 116 99 83

Sitcoms - Prime 81 112 124 123 109

Late Night Talk/Variety 88 105 114 127 119

Of course, everyone has their favoriteOf course, everyone has their favorite

7Source: 2015 Doublebase GfK MRI – Base = All (Adults 18+)

Top 10 Very Conservative

Last Man Standing 148

The Biggest Loser 142

Blue Bloods 140

Hawaii 5-0 133

NCIS 127

MasterChef Jr. 127

Undercover Boss 126

NCIS: Los Angeles 124

Person Of Interest 123

Survivor 122

Political Outlook/Affiliation & Voting – Usually Think of Yourself As:

Top 10 Very Liberal

Brooklyn Nine-Nine 241

America’s Next Top Model 168

Modern Family 155

Bob’s Burgers 154

MasterChef Jr. 135

The Simpsons 125

Extreme Makeover: Weight

121

Family Guy 116

New Girl 116

So You Think You Can Dance

113

SportsSports

8Source: 2015 Doublebase GfK MRI – Base = All (Adults 18+)

Adults who consider themselves “Very Conservative” are 40% more likely than the U.S. average to watch Auto Racing - Specials.

Political Outlook/Affiliation & Voting: Usually Think of Yourself As:

Very Conservativ

e

Somewhat Conservativ

e

Middle of the Road

Somewhat Liberal

VeryLiberal

Auto Racing - Specials 140 125 133 80 59

Baseball Specials 119 138 124 119 106

Basketball Specials - College 117 134 115 121 93

Basketball Specials - Pro 101 118 115 121 100

Football - College 130 143 117 107 87

Football - Pro 113 132 124 111 96

Football Bowl Games 145 150 115 98 75

Football Pro Pregame Shows 104 122 121 101 93

More>>>

Sports (…continued)Sports (…continued)

9Source: 2015 Doublebase GfK MRI – Base = All (Adults 18+)

Adults who consider themselves “Somewhat Liberal” are 36% more likely than the U.S. average to watch Hockey.

Political Outlook/Affiliation & Voting: Usually Think of Yourself As:

Very Conservativ

e

Somewhat Conservativ

e

Middle of the Road

Somewhat Liberal

VeryLiberal

Golf 149 156 111 111 64

Hockey 87 126 135 136 107

Horse Racing 117 149 134 137 86

Skating - Specials 126 141 126 110 92

Soccer 91 108 111 113 118

Tennis 104 117 117 165 137

Track & Field Games 140 112 99 129 78

Weekend Sport Anthologies 112 114 113 89 87

The “Big” GamesThe “Big” Games

10Source: 2015 Doublebase GfK MRI – Base = All (Adults 18+)

Very Conservative Middle of the Road Very Liberal

Indianapolis 500 139 131 82

NASCAR Daytona 500 147 138 49

Super Bowl 112 123 91

The Masters 135 120 83

Kentucky Derby 118 132 92

World Series 124 122 101

NBA Finals 97 114 102

Stanley Cup Finals 85 136 108

Wimbledon 104 117 130

Tour de France 104 105 148

World Cup Soccer 99 124 115

Political Outlook/Affiliation & Voting – Usually Think of Yourself As:

Rentrak Political Segments

Local Broadcast & Political: Selectivity & Scale

Rentrak Political Segments

Local Broadcast & Political: Selectivity & Scale

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Tampa-St. Petersburg (Sarasota)Tampa-St. Petersburg (Sarasota)

12Source: Rentrak Political Segments, Tampa, August 2015 (Only Programs with an Index of 133 or greater)

REP Live HH Rating

GD DAY-BAY 8AM SUN 5.8

2015 PGA CHAMPIONSHIP 5.5

CBS EVENING NEWS 5.4

WHEEL OF FORTUNE 5.3

FOX13 6:00 NWS 5.2

10 NEWS 5.2

GD DAY-BAY 7AM SUN 5.1

FOX13 6:30 NWS 4.8

PGA TOURNAMENT (U) 4.6

PGA TOURNAMENT (SU) 4.2

August ’15 Top 10 Broadcast Programs(Index over 133)

DEM Live HH Rating

60 MINUTES 7.6

NBC NIGHTLY NEWS 7.3

AMERICA GOT TALENT (W) 6.8

NBC NIGHTLY NEWS WKND 6.6

NEWSCHANNEL 8 AT 6:00 5.9

JEOPARDY! 5.7

WHEEL OF FORTUNE 5.6

AMER GOT TALENT (TWF) 5.5

FOX13 10:00 NWS SUNDAY 5.3

FOX13 10:30 NWS SUNDAY 4.5

Miami-Ft. LauderdaleMiami-Ft. Lauderdale

13Source: Rentrak Political Segments, Miami, September 2015 (Only Programs with an Index of 133 or greater)

REP Live HH Rating

CSI 6.6

NCIS: NEW ORLEANS 5.0

NCIS 4.9

DANCING WITH THE STARS 4.7

LOCAL 10 NEWS @ 6PM 4.2

LOCAL 10 SPECIAL 4.1

NOTICIERO UNIVISION 3.9

JEFF DUNHAM: UNHINGED 3.7

BACHELOR IN PARADISE 3.5

THE MIDDLE 3.5

September ’15 Top 10 Broadcast Programs(Index over 133)

DEM Live HH Rating

EMPIRE 13.5

60 MINUTES (7:27P) 12.8

NFL PRESEASON FOOTBALL

11.9

DANCING WITH THE STARS 86

60 MINUTES (7:00P) 8.3

CBS+NFLN TH NT PRE-KICK

7.7

JEOPARDY! 7.7

WHEEL OF FORTUNE 7.6

CSI 7.1

ROSEWOOD 6.9

Thank You!Thank You!

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